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The 6C Model of Social Media and Developing a Viral Marketing Campaign

George Cosmin Tanase

Romanian Distribution Committee Magazine, 2016, vol. 7, issue 3, 20-25

Abstract: In the physical marketplace different communication tools are used in the buying process of customers. Traditional mass-communication tools (print advertising, TV and radio) can create awareness and this can result in consumers’ identification of new needs. From then on other elements of the communication mix take over, such as direct marketing (direct mail, personal selling) and in-store promotion. Unlike marketing in the physical marketplace, the Internet/e-commerce encompasses the entire ‘buying’ process. Of course, the online markets also make use of traditional mass advertising in order to get potential customers into the online buying process. Market communication strategies change dramatically in the online world. On the Internet it is easier than ever to actually communicate a message to large numbers of people. However, in many cases it is much harder for your message to be heard above the noise by your target audience.

Keywords: Strategy; Marketing Mix; Integrated Marketing Communications; Potential Customers; Online Conversations; Social Sharing; Audience (search for similar items in EconPapers)
JEL-codes: D83 M31 M37 (search for similar items in EconPapers)
Date: 2016
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